This course focuses on developing an international marketing strategy and gaining a competitive advantage in global markets. It covers factors for entering export markets, and analyzing and managing an international strategy. The course objectives are to teach international marketing knowledge, solve international marketing problems, and help students specialize in marketing internationally. Key topics include understanding different international market entry strategies, developing global marketing mixes, and selecting pricing and distribution strategies for international markets. Students will learn to evaluate forces in global markets and analyze opportunities in emerging markets.

1. 4.3.2 INTERNATIONAL MARKETING STRATEGY
1. GENERAL INFORMATION
No. of Credits per week 4
No. of Hours per week 4
2. PERSPECTIVE OF THE COURSE
This course emphasizes on gaining competitive advantage in the global marketplace by
providing in-depth understanding of the competitive implications affecting global marketing
strategies. It covers the factors that govern the decision to enter export markets and
analyzes planning, organizing, and managing an international marketing strategy.
Organizations are becoming increasingly aware of the importance of understanding what
their customers want and therefore the necessity to develop products and services that
meet their needs and aspirations. Organizations which place the customers at the forefront
of all decision-making and take a marketing-led approach are able to create competitive
advantage and build brand loyalty.
3. COURSE OBJECTIVES AND OUTCOMES
OBJECTIVES
- To acquaint students with International Marketing knowledge and strategies.
- To help the students to solve problems of International Marketing and sales
practice.
- To assist the students to specialize in marketing within an international context.
- To guide the students on International Documentation
- To help the students to channelize the fruits of Emerging Markets with an
opportunity perspective
OUTCOMES
- Students will be able to evaluate the various forces when products and services
enter the global marketplace.

2. 4. COURSE CONTENT AND STRUCTURE
1
MODULE 1:GLOBAL MARKETING – AN OVERVIEW12 HOURS
International/Multinational/Multiregional/Global Marketing – Definition & Scope,
Objectives of International Marketing – Challenges and opportunities in International
Marketing – Quality considerations in International Marketing – Underlying forces of
International Marketing – Major Participants in International Marketing – Importance
Of International Marketing – Review of Trade theories - Culture & Social Factors –
Culture & Its Impact On International Marketing - Political & Legal Forces - Negotiating
With International Customers, Partners & Regulators, Global marketing environment –
Economic Environment, Socio-cultural Environment –Legal and Statutory Framework.
2
MODULE 2:INFORMATION SYSTEM AND RESEARCH10 HOURS
Definition and Meaning of Global Marketing Information System, Process of Marketing
Research, Analyzing Global Opportunities: Screening International Marketing
Opportunities – Criteria for Selecting Target Countries – Grouping International Markets
– Analyzing International Buyers/Business Markets & Government Markets –
International Marketing Research Process.
3
MODULE 3:MARKET SELECTION AND ENTRY STRATEGIES8 HOURS
Global Market Entry & Exit Strategies: Exporting – Licensing – Local Manufacturing-
Joint Ventures- Merger & Acquisition - Strategic Alliances – Preparing For Exit Strategy
Analysis – Exit Strategies – Analyzing Opportunities Using Trade Map
4
MODULE 4: GLOBAL MARKETING MIX8 HOURS
International Product & Promotion Strategy: Adjusting Quality to Global requirements,
International & Global Branding Decisions – Brand Name Selection Procedure –
Global/Pan Regional Brands – Exploiting Product Life Cycles In International Marketing –
New Product Development in Global Markets – Global Advertising – Creative Challenges
– Media Planning and Analysis

3. 5
MODULE 5:PRICING AND DISTRIBUTION STRATEGY 8 HOURS
Selection Of International Channels – Managing Distribution Systems- Global Trends in
Distribution Systems- Pricing – Price Escalation – Dumping – Countertrade as a Pricing
Tool – Intra-company Pricing
6
MODULE 6:DOCUMENTATION AND EMERGING MARKETS10 HOURS
Documentation and procedural complexities- Registration with various agencies–
Compulsory Quality Control - Processing Export Orders. Newly Industrialized Countries–
Developing Countries & Emerging Markets – European Community – CIS – CEFTA –
NAFTA-ASEAN – Africa – Middle East – BRICS- Regional Trade Blocks & Impact on
Marketing.
5. PEDAGOGY
Class teaching will be supplemented with case study dimension, field trips and live
projects in industry are mandatory
6. TEACHING/LEARNING RESOURCES
ESSENTIAL READINGS
1. Rakesh Mohan Joshi , International Marketing , Oxford University Press, Ist
Edition, 2009
2. Phillip Cateora, John Graham, Mary Gilly, International Marketing , McGraw-
Hill/Irwin, 16th Edition, 2012
REFERENCES
1. SvendHollensen , Global Marketing – A Decision Oriented Approach, ,Prentice
Hall ,6th Edition, 2013
2. Frank Bradley. International Marketing Strategy, Pearson Education, 5th Edition,
2004
3. Johansson, J. K. Global Marketing: Foreign Entry, Local Marketing, and Global
Management, McGraw-Hill, 5th Edition, 2008